200086 Lecture Notes - Lecture 17: Marketing Communications

• School: UWS
• Department: University of Western Sydney
• Course: 200086
• Professor: anon

Document Summary

Brand recognition is the extent to which the general public (or an organization"s target market) is able to identify a brand by its attributes. It differs from brand awareness, which is merely the knowledge that a brand exists. Brand recognition is often paired with "brand recall," which is the ability of customers to think of a brand name from their own memory when told to think of a category of products. Brand recall tends to indicate a stronger connection to a brand than brand recognition. For example, people tend to think of more brand names when prompted by a product than by a category. Brand recall is also called "unaided recall" or "spontaneous recall. " To measure brand recognition and the effectiveness of promotional campaigns, many companies will perform experiments on study groups. Both aided and unaided recall tests may be used. With similar products, brand recognition will result in higher sales, even if both brands are of equal quality.